Consumer behavior

Cover......Page 1
Brief Contents......Page 8
Contents......Page 10
Preface......Page 22
 1 Consumer Behavior and Technology......Page 33
  The Marketing Concept......Page 35
   Market Segmentation, Targeting, and Positioning......Page 36
   Lower Prices, More Information, and Customized Products......Page 37
   More Precise Targeting......Page 40
   Interactive Communications......Page 42
   Technology and Customer Relationships......Page 43
   Emotional Bonds versus Transaction-Based Relationships......Page 45
   Satisfaction and Customer Loyalty......Page 46
   Customer Loyalty and Profitability......Page 47
   Measures of Customer Retention......Page 48
  Social Responsibility and Ethics......Page 49
  Consumer Decision-Making......Page 50
   This Book......Page 51
   Advertising......Page 53
  Summary......Page 54
  Review and Discussion Questions......Page 55
  Key Terms......Page 56
 2 Market Segmentation and Real‐Time Bidding......Page 57
  Market Segmentation......Page 58
    Age......Page 59
    Social Standing......Page 60
   Lifestyles......Page 61
   Demographics and Geography......Page 63
   Product Benefits......Page 64
   Media Exposure......Page 65
   Product Usage......Page 66
   The Targeted Segment Must Be Profitable......Page 68
   The Targeted Segment Must Be Reachable......Page 70
  Real-Time Bidding......Page 71
   Profiling Impressions......Page 72
   The Real-Time Bidding Operation......Page 73
   Advantages of Real-Time Bidding......Page 75
  Summary......Page 76
  Review and Discussion Questions......Page 77
  Key Terms......Page 78
 3 Consumer Motivation and Personality......Page 79
  The Dynamics of Motivation......Page 80
   Goals......Page 81
   Needs and Goals are Interdependent......Page 83
   Frustration and Defense Mechanisms......Page 84
   Murray’s Psychogenic Needs......Page 85
   Maslow’s Hierarchy of Needs......Page 87
    Marketing Applications of Maslow’s Theory......Page 88
  Hidden Motives......Page 89
  Motives and Technology......Page 90
   Personality Reflects Individual Differences......Page 91
   Freudian Theory......Page 92
  Personality Traits......Page 93
   Innovators versus Laggards......Page 94
   Conformity versus Individuality......Page 95
   Novel and Complex or Simple and Safe Experiences......Page 96
   Importance of Possessions......Page 97
   Compulsions and Fixations......Page 98
   Personality and Color......Page 99
  Anthropomorphism......Page 100
  Self-Perception......Page 101
   Altering the Self......Page 102
  Summary......Page 103
  Key Terms......Page 105
 4 Consumer Perception and Positioning......Page 107
  Sensory Information......Page 108
   Touch......Page 110
   Taste......Page 111
   The Absolute Threshold......Page 112
    Product Pricing and Improvements......Page 113
    Logos and Packaging......Page 114
   Subliminal Perception......Page 116
   Personal Expectations......Page 117
   Consumer Motivation......Page 118
   Figure and Ground......Page 119
   Grouping......Page 121
   Integral Indicators......Page 122
   Stereotyping......Page 123
    Physical Appearance......Page 124
    Descriptive Terms......Page 125
    Halo Effect......Page 126
   Perceived Value......Page 127
   Perceived Quality......Page 128
   Price-Quality Relationship......Page 129
   Brand Image......Page 130
   Package Perceptions/Image......Page 132
   Service Quality......Page 133
   Retail Store Perceptions/Image......Page 134
   Company Image......Page 135
   The Components of Perceived Risk......Page 136
  Positioning and Repositioning......Page 138
   Umbrella Positioning......Page 139
   Key Attribute......Page 140
   Changing Perceptions......Page 141
   Perceptual Mapping......Page 143
  Summary......Page 144
  Hands-on Assignments......Page 145
  Key Terms......Page 146
 5 Consumer Learning......Page 147
  The Elements of Consumer Learning......Page 148
   Reinforcement......Page 149
  Classical Conditioning......Page 150
   Repetition Forms Association......Page 151
   Stimulus Generalization and Brands’ Extensions......Page 153
   Stimulus Discrimination and Brand Differentiation......Page 155
   Reinforcement......Page 156
   Extinction and Forgetting......Page 158
  Observational Learning......Page 159
   Storing Data......Page 160
   Encoding Data......Page 161
   Retrieving and Retaining Data......Page 162
  Cognitive Learning......Page 164
   Consumer Involvement......Page 165
    Strategic Applications of Consumer Involvement......Page 166
   Passive Learning......Page 167
  Outcomes and Measures of Consumer Learning......Page 168
   Brand Loyalty......Page 169
   Brand Equity......Page 170
  Summary......Page 171
  Key Terms......Page 172
 6 Consumer Attitude Formation and Change......Page 173
   Learning Attitudes......Page 174
   Consistency with Behavior......Page 175
  The Tri-Component Attitude Model......Page 176
   The Affective Component......Page 177
   The Conative Component......Page 178
    Changing Brand Image......Page 179
   Attitude-toward-Object Model......Page 181
   Attitude-toward-Behavior Model......Page 185
   Attitude-toward-the-Ad Model......Page 186
   The Ego-Defensive Function......Page 187
   Associating Brands with Worthy Objects or Causes......Page 188
  The Elaboration Likelihood Model......Page 189
  Cognitive Dissonance and Conflict Resolution......Page 190
   Self-Perception Attributions......Page 191
   Foot-in-the-Door Technique......Page 192
   Analyzing Self‐Attributions......Page 193
  Summary......Page 194
  Key Terms......Page 195
 7 Persuading Consumers......Page 197
   Source Credibility and Persuasion......Page 198
    Psychological Selectivity......Page 199
    Message Clutter......Page 200
   The Evolution of TV Advertising......Page 201
   Addressable Communication......Page 202
   Image and Text......Page 203
   One-or Two-Sided......Page 204
   Native Ads......Page 206
  Persuasive Appeals......Page 207
   Comparative......Page 208
   Fear......Page 209
   Humor......Page 210
   Sex......Page 212
   Timeliness......Page 213
  Feedback and Effectiveness......Page 214
  Summary......Page 216
  Review and Discussion Questions......Page 217
  Key Terms......Page 218
 8 From Print and Broadcast to Social Media and Mobile Advertising......Page 219
   Individuals and Networks......Page 221
   Consumer Engagement......Page 222
   Google......Page 224
   Advertising Strategies......Page 226
   Consumer Response......Page 228
   Advantages and Shortcomings......Page 229
   The Future......Page 231
   Analyzing Website Visits......Page 232
   Pirated Content......Page 233
   Facebook, Google, and Twitter......Page 234
   Improved Measures of Social Activity......Page 235
   Television......Page 236
   Print Media......Page 238
   Branded Content......Page 239
  Summary......Page 240
  Review and Discussion Questions......Page 241
  Key Terms......Page 242
 9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth......Page 243
  The Credibility and Persuasive Power of Reference Groups......Page 244
    Friends......Page 245
    Virtual Communities......Page 246
    Conformity......Page 247
    Product Conspicuousness......Page 249
  Endorsers and Spokespersons......Page 250
   Celebrities......Page 251
   Vendor Credibility......Page 253
  Opinion Leaders and Word-of-Mouth......Page 254
   Characteristics of Opinion Leaders......Page 255
    Questioning......Page 256
    Online Influence......Page 257
   Online Reference Groups......Page 258
   Stimulating Word-of-Mouth......Page 260
   Going Viral......Page 261
   Managing Negative Rumors......Page 262
  Innovations’ Adopters as Reference Groups......Page 263
   The First Buyers......Page 264
   The Nonadopters......Page 265
  Summary......Page 266
  Key Terms......Page 267
 10 The Family and Its Social Standing......Page 269
  Family and Consumer Socialization......Page 270
   The Stages of Consumer Socialization......Page 273
    Emotional Support......Page 275
   Families, Media, and Technology......Page 277
   Husband-Wife Decision-Making......Page 278
   Children’s Influence on Family Decision-Making......Page 279
   Measuring Family Decision‐Making......Page 280
   Bachelorhood......Page 281
   Post-Parenthood......Page 282
   Dissolution......Page 283
  Nontraditional Families and Households......Page 284
   Targeting Strategies......Page 285
   Same-Gender Families......Page 286
  Social Standing and Consumer Behavior......Page 287
    Demographics......Page 288
  America’s Social Classes......Page 291
   America’s Social Classes......Page 292
   Young Adulthood......Page 294
   Affluent Consumers......Page 296
   Middle‐Class Consumers......Page 297
   Clothing, Fashion, and Shopping......Page 298
   Downward Mobility......Page 299
  Summary......Page 300
  Key Terms......Page 302
 11 Cultural Values and Consumer Behavior......Page 303
   Culture’s Evolution......Page 305
   Cultural Beliefs Reflect Consumers’ Needs......Page 306
   Enculturation and Acculturation......Page 307
   Marketing Influences on Cultural Learning......Page 308
   Symbols and Rituals......Page 309
   Content Analysis......Page 310
   Field Observation......Page 311
   Value Surveys......Page 312
  Core Cultural Values......Page 313
   Time and Activity......Page 314
   Progress......Page 315
   Individualism and Conformity......Page 316
   Humanitarianism......Page 317
   Fitness and Health......Page 319
   Environmental Concerns......Page 320
  Review and Discussion Questions......Page 323
  Key Terms......Page 324
 12 Subcultures and Consumer Behavior......Page 325
  Subcultures in the United States......Page 326
  Nationality and Ethnicity Subcultures......Page 327
   Latino American and Hispanic American Consumers......Page 328
   African American Consumers......Page 329
   Asian American Consumers......Page 330
  Religious Affiliation Subcultures......Page 331
  Geographic Subcultures......Page 332
   Generation Z: Persons Born between 1997 to the Present......Page 333
   Millennials: Born between 1980 and 1996 (or Late 1970s and Late 1990s)......Page 335
   Generation X: Born between 1965 and 1979......Page 338
   Baby Boomers: Born between 1946 and 1964......Page 339
   Older Consumers......Page 340
    Segmentation and Targeting......Page 342
    Technology in the Generations......Page 343
   Products and Gender Roles......Page 344
   Working Women......Page 345
  Summary......Page 346
  Key Terms......Page 348
 13 Cross-Cultural Consumer Behavior: An International Perspective......Page 349
  Global Brands......Page 351
   Buying Styles......Page 352
   Measures of Cross-Cultural Aspects......Page 353
   Colors and Artifacts......Page 355
   Consumer Research Difficulties......Page 356
   Product Customization......Page 357
   Advertising and Branding......Page 359
   Promotional Appeals......Page 360
   Legal Barriers......Page 361
   Growth Potential......Page 363
   Spending Power and Consumption......Page 364
   Brand Shares......Page 368
   Global Millennials......Page 369
   The Global Middle Class......Page 370
   Segmentation......Page 371
  Summary......Page 372
  Review and Discussion Questions......Page 373
  Key Terms......Page 374
 14 Consumer Decision-Making and Diffusion of Innovations......Page 375
   Input......Page 376
    Decision Spectrum......Page 377
    Pre-Purchase Information Search......Page 379
    Evaluation of Purchase Alternatives......Page 380
    Decision Rules......Page 382
   Output......Page 384
  Consumer Gifting Behavior......Page 385
   Types of Innovations......Page 387
   Product Features That Affect Adoption......Page 388
  Summary......Page 390
  Hands-on Assignments......Page 391
  Key Terms......Page 392
 15 Marketers’ Ethics and Social Responsibility......Page 393
  Socially Responsible Marketing......Page 394
  Disregard for Consumers’ Privacy......Page 395
   Smart TVs......Page 396
   Acxiom......Page 397
   And More......Page 398
   Blocking Tracking......Page 399
   Encouraging Overeating......Page 400
   Laws and Regulations......Page 402
   Direct-to-Consumer Pharmaceutical Advertising......Page 404
  Misleading Labels......Page 405
  Camouflaged Advertising......Page 407
   Covert Marketing......Page 408
  False and Misleading Advertising......Page 409
  Offensive Communications......Page 412
   Advocating Beneficial and Discouraging Detrimental Conduct......Page 413
   Cause-Related Marketing......Page 414
  Consumer Ethics......Page 416
  Summary......Page 417
  Key Terms......Page 418
 16 Consumer Research......Page 419
  Exploratory Research and Secondary Data......Page 420
    Syndicated Research Companies......Page 421
  Qualitative Research......Page 422
   Focus Groups......Page 423
   Observational Research......Page 425
   Causal Research......Page 427
   Contacting Respondents......Page 428
   Questionnaires......Page 429
  Sampling and Data Collected and Analysis......Page 431
  Summary......Page 433
  Key Terms......Page 434
Endnotes......Page 436
Glossary......Page 464
Company Index......Page 480
Name Index......Page 486
Subject Index......Page 496
Credits......Page 508